How to Sell SaaS Products on your Website

How to Sell SaaS Products on your Website

According to research in the subject it's 4 times more resource intensive to sell a great SaaS product than to build it. This implies that even if you've got the best product on the planet, it's not going to sell by itself. You still have to apply a lot of work before you start seeing revenue.

The good news here is that SaaS products are based upon subscriptions, so once you start seeing revenue, you see recurring revenue. So even though selling a SaaS product is (obviously) more difficult than to sell t-shirts, once you start seeing revenue, you have monthly repeating revenue making it easier to scale.

The initial work for a SaaS company is 10x as hard, but the upside is also 10x

Selling your SaaS Product Online

There are thousands of articles about how to build a great website that converts. Here's one describing the perfect anatomy of your landing page. It's a high quality article, describing all the steps required to design a general sales pitch - But it doesn't go into the parts that are special for SaaS vendors. Below is a list of crucial elements you'll need on your landing page for a general sales pitch.

  • What - are you delivering
  • Why - should I care (benefits)
  • Who - is using it (social proof to increase trust)
  • Guarantees - to eliminate risk
  • CTA - call to action (buy, register, or sign up to newsletter, etc)

If you look at our landing page for instance, it's describing the product immediately; "AI Chatbots, AI Search and AI Workflows". This is "the what parts" for our service. Then it goes on with a one sentence description why you should use it. This is the part where we say "Empower Your Business with AI". Then we have a call to action button funelling users into our purchase page.

Typically, most customers wouldn't immediately buy our products without reading more about it, but visitors previously having visited our site might come back and look for the purchase button - At which point they will find it rapidly at the top of our landing page. Our buy page also have a footer intended to catch people not willing to commit financially yet, which is its "get a free demo part" where people can sign up for a free 7-day trial demo chatbot. You'll find the same form at the bottom of this page if you're interested.

Further below on the landing page, we've got testimonials from happy clients, and more benefits. We've combined benefits with guarantees, something you can see where it says; "Our Guarantee". Testimonials, benefits, and money back guarantees, eliminates obstacles and increases trust, making it easier to purchase for visitors.

Selling is about removing obstacles

All of these parts are probably described better in thousands of other articles, but SaaS have some unique features that sets it apart from other sites.

Trusting your SaaS vendor

If you're a SaaS vendor everything is about trust. Your clients are trusting you with their data. Putting your trust in a 3rd party SaaS vendor you don't have an existing relationship with is hard. We've applied many things related to this to ensure trust is increased.

  • Our platform is open source, implying everybody can scrutinize its code, and make sure it's secure, and doesn't do malicious things
  • Every one of our clients gets their own physical machine and database, separating client data, completely eliminating the problem of mixing up client data
  • Emphasize large clients on our testimonial section, such as Spotware Systems and Resolve Systems, being large companies, themselves dealing with trillions of dollars annually, and having clients with extreme security demands such as Deutsche Telekom and Virgin Records
  • Be as transparent as possible to eliminate doubt and uncertainty
  • If you're GDPR compliant, then clearly communicate it such as we do

Nobody ever got fired because they bought an IBM product

The idea being that the decision maker, chosing our product, should feel secure about that he's doing the best possible choice as he or she is chosing us as their SaaS provider for AI chatbots or AI Workflows. We're not IBM, so we need to communicate the same using different means.

Content Production to Eliminate Doubt

If you read through our blogs you will see we've got 100+ articles. This creates better SEO, and results in massive benefits for us when trying to be noticed. However, it also have an additional benefit related to eliminating obstacles and doubt. First of all it allows potential clients to research us for hours, which creates cognitive resonance, resulting in that they get "a feeling" of that they already know us. This of course eliminates fear, and increases trust. Most people would rather want to deal with somebody they know from before, and by reading 10+ articles, the reader ends up in a situation where he or she feels as if they "know us".

Transparency is alpha and omega when it comes to eliminating doubt and uncertainty

Our content therefor creates an opportunity for our customers to feel as if they "get to know us", creating emotional bonds, resulting in higher conversions.

Since our AI chatbot will also automatically index our content once every 24 hours, this implies that every time we publish an article, our chatbot's knowledge base automagically increases, making it more capable answering questions potential clients might have.

Engagement, engagement and engagement

Engagement is the most crucial part of a SaaS company. Large SaaS companies such as HubSpot and SalesForce typically have dedicated community managers, whos jobs it is to constantly initiate happenings and events, including as many of their leads and clients as possible. This further increases trust and also allows clients to communicate with each other, creating a "family feeling", reducing churn and increasing customer loyalty.

If you're just starting a SaaS company, you don't have enough clients to really justify a dedicated community manager. However, an AI chatbot such as ours can significantly increase engagement, and provide users with an emotional bond towards your company, by servicing potential clients, answering whatever questions they might have about your company. Try it out by clicking the link below.

This ties into social media marketing, where a big part of the point being that you're clearly visible in social media, allowing potential clients to "get to know you better", increasing loyalty and trust.

Using ChatGPT as a Second Opinion

When I was done writing this article, I went to ChatGPT and asked it about the most important parts related to creating a high converting website for a SaaS company. Below is the list it provided me with.

  1. Clear Value Proposition: Your homepage should immediately communicate what your SaaS product does and why it's valuable to your target audience. A strong, clear value proposition helps potential customers understand the benefits of your service quickly.
  2. User-Friendly Design: The design of your website should be intuitive, making it easy for visitors to navigate and find the information they're looking for. Use a clean layout, readable fonts, and consistent branding.
  3. Strong Call to Actions (CTAs): Effective CTAs guide users towards the next step, whether it's signing up for a free trial, scheduling a demo, or subscribing to a newsletter. Make sure your CTAs are prominent and persuasive.
  4. Engaging Content: Content should be engaging and informative, addressing common questions and concerns your target audience may have. Use a mix of formats like text, videos, infographics, and case studies to keep users engaged.
  5. Optimized Landing Pages: Create landing pages for specific campaigns or audience segments. These pages should be optimized for conversion, with a focus on clear messaging and a single call to action.
  6. Social Proof: Include testimonials, case studies, customer logos, and reviews to build credibility and trust. Social proof helps reassure potential customers about the value and effectiveness of your product.
  7. Mobile Optimization: With an increasing number of users accessing websites from mobile devices, it's crucial that your site is mobile-friendly. This includes responsive design, fast load times, and accessible navigation.
  8. Speed and Performance: A fast-loading website provides a better user experience and contributes to higher conversion rates. Optimize images, use caching, and minimize the use of heavy scripts.
  9. SEO and Content Marketing: Implement SEO best practices to improve your site's visibility in search engine results. Use content marketing to attract and engage a broader audience, and drive traffic to your website.
  10. Analytics and Testing: Use analytics tools to track visitor behavior and conversion rates. Regularly test different elements of your website (like headlines, CTAs, and images) through A/B testing to continuously improve performance.
  11. Customer Support and Accessibility: Offer easy access to customer support, through live chat, a help center, or a contact form. Ensure your website is accessible to users with disabilities, adhering to WCAG (Web Content Accessibility Guidelines).
  12. Security and Privacy: Ensure your website is secure, with HTTPS, and clearly communicate your privacy policy and data handling practices, especially important for SaaS companies handling customer data.
  13. Free Trial or Demo: Offer a free trial or demo of your product. This allows potential customers to experience the value of your service firsthand, increasing the likelihood of conversion.

We could arguably do a slightly better job on some of the above parts ourselves, and we are constantly improving - However, on the things that are of highest importance to our customers, we score 100%. Examples being security, strong CTAs and Social Proof.

Interestingly, ChatGPT does not mention guarantees, but studies shows that this can increase conversions by 40% - So we'll go with it regardless of what ChatGPT tells use here. Which proves a point, being utilise AI everywhere you can, but use it as an advisor, and don't blindly trust it.

Conclusion

  • Explain what you're delivering
  • Explain why others should care
  • Use social proof such as testimonials to reduce risk
  • Provide guarantees, such as money back guarantees to further eliminate risk
  • Provide free demos of your product, and use these to collect leads and allow users to try your product without having to pay
  • Create your website such that it engages users
  • Have strong call to actions on your website

Once you've done the above, you might be given the opportunity to reach out and touch people with your SaaS offering, such as I did in this article. I don't try to sell over the top, but instead try to add valuable content, to increase trust, and such eliminating doubt. However, if you need an AI chatbot for your SaaS company, we would obviously love to serve you. Contact us below if this is of interest to you.

Thomas Hansen

Thomas Hansen I am the CEO and Founder of AINIRO.IO, Ltd. I am a software developer with more than 25 years of experience. I write about Machine Learning, AI, and how to help organizations adopt said technologies. You can follow me on LinkedIn if you want to read more of what I write.

Published 5. Feb 2024